Why the rumour that "print is dead" is greatly exaggerated.

In our digital-everything world, it may seem like common sense to assume that print is no longer relevant. But despite dire predictions, print is still alive and kicking. As the digital world becomes more and more overcrowded, businesses are taking a fresh look at the benefits of print marketing, particularly when combined with a digital marketing strategy.

How did these rumours get started anyway?

These days, it seems like everything is online. We bank online. We write emails instead of letters. We do research online instead of going to the library. You’re probably reading this online! With some estimates suggesting that people check their phones an average of 47 times a day, face it, “they” say: In a digital world, print marketing doesn’t work anymore.

Why these rumours are exaggerated

As the concept of digital marketing has grown and matured, businesses have come to recognise that their online strategy should be only one component of an overall marketing plan. The internet in general, and their customers’ inboxes in particular, have become so overcrowded with targeted ads that people have learned to ignore them.

Why direct mail and other printed marketing materials are still effective

Many people prefer reading an actual book instead of reading on an electronic device. The tactile characteristics of print allow people to feel more connected to what they’re reading. In business, establishing a connection with your customers is a priority, making print an effective choice. In addition, digital can never replace the impact of handing someone a brochure or a business card. When people hold something in their hands, it becomes memorable.

The memorability of printed materials may account for the remarkable return on investment (ROI) businesses see from their use of print marketing. While digital marketing can return a respectable 500% on investment (WebStrategies), direct mail marketing can offer as high as a 1,200% ROI (or more), according to data published by PrintIsBig.

One reason print gets such a high response rate is because people trust it. A well-designed, professionally printed postcard in the mail carries with it an element of confidence that your business is legitimate. While online ads can be less expensive, people often don’t trust them and are reluctant to click on them for fear of identity theft, downloading a virus, or being directed to an unsavoury website. That’s not an issue with a direct mail marketing piece. It’s no surprise, then, that print is seen as more trustworthy than other types of ads (INMA).

Another issue with online ads is that people have learned to tune them out or, even worse, use pop-up blockers or ad blockers so they never see them at all. One of the most popular browser add-ons for Chrome, for example, is AdBlock.

The simple fact is … direct mail works. According to Small Business Trends, brand recall for direct mail ads is 70% higher than for digital ads. Consumers open 80% to 90% of direct mail they receive, as compared to 20% to 30% of promotional emails they receive.

Print is alive and well

No one would suggest that digital marketing is going away anytime soon, although there have been suggestions that email marketing may be weakening. But the claim that print is becoming extinct ignores the evidence. Digital will never replace business cards or brochures, and there is clear data demonstrating the effectiveness of direct marketing. Businesses have come to understand that combining digital and print in their overall marketing strategy can help them leverage the best of both worlds to grow their sales.